LVLY
- Open roles
- 0
- Founded
- 1982
- Employees
- 11-50
- Offices
- 2
About LVLY
LVLY is a women-owned creative production and post-production company headquartered in New York City, with a branch in Los Angeles. Its work brings together commercial editorial, design, animation, visual effects, finishing and live-action production for advertising agencies, brands and entertainment companies.
The studio supports projects from early positioning and campaign development through production and final delivery. Strategy work includes brand audits, voice and tone, and campaign concepts. Its design practice spans visual identities, motion systems, digital and social content, interface design and reusable toolkits. Content production encompasses commercial editing, character animation, brand films and live action, supported by compositing, color grading and beauty retouching. Audio capabilities include voice recording, sound design and mixing through its internal Decibel division.
Commercial and entertainment work
LVLY's portfolio includes sustained branding relationships as well as individual advertising campaigns. For HBO Max, the studio developed visual identity frameworks, animated on-screen motion systems and marketing assets. Its Amazon and Alexa+ work includes motion design, keynote visuals, device simulations and advertising campaigns. Other projects range from editing Tubi's 2023 Super Bowl interruption commercial to visual effects and scientific simulations for SkinCeuticals.
The company also works across fashion and beauty, consumer technology, automotive, food and beverage, healthcare and nonprofit communications. Its output spans broadcast advertising, streaming-platform promotion, network branding and content designed for digital channels. This breadth connects detailed finishing work with larger visual identity and campaign assignments.
Company development
The business traces its origins to John Palestrini's film editing company, founded in 1982. Palestrini and Ethel Rubinstein established The Blue Rock Editing Company in 1992, and the wider operation subsequently used the Stairway 9 and Lively Group names. It rebranded as LVLY in November 2018 and introduced LVLYHOOD, a live-action division working with independent directors and creators. The March 2022 acquisition of Juniper Jones expanded its branding, strategy and design capabilities.
More about LVLY
Leadership and recognition
- Ethel Rubinstein is the owner and CEO. Following John Palestrini's death in 2013, she assumed sole ownership and CEO leadership.
- Cara Cutrone became President in October 2023, overseeing daily business across editorial, VFX, design, sound and narrative divisions. Kevin Robinson joined as Executive Creative Director through the Juniper Jones acquisition.
- In June 2026, Rubinstein received the AICP Post Impact Award for her industry leadership and contribution to commercial filmmaking. The recognition was awarded to Rubinstein individually.
- The company is certified as a Women-Owned Business Enterprise by WBENC.
Production and operating model
- The report describes a core full-time artist and producer team supplemented by project-based rosters.
- Its integrated production model developed through specialist operations including BlueRock for editorial, Spontaneous for VFX and motion design, Ballistic and Scarlett for finishing and beauty, and Blast for audio post-production.
- The reported toolset for scientific visualization work includes Houdini, Nuke, Flame and Redshift.
- Boardalicious provides external commercial representation across the West Coast and Texas.
Notable credits
11 creditsOffices
Where LVLY is based
- 575 Lexington Avenue, 22nd Floor, New York, NY 10022, United StatesNew York, United States
New York office
HeadquartersAbout this office
Overall headquarters with editorial suites, design, 3D/VFX, finishing and audio recording and mixing facilities, including the internal Decibel division.
- Los Angeles, California, United States
Los Angeles office
West Coast branch supporting client management, creative direction, commercial live-action production and post-production coordination.
Open roles
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